Some people call me an OG of wedding business marketing, but deep down I'm just another person wearing PJ bottoms on Zoom. I swear a lot, I share my struggles, and I don't pretend to be better than anyone else.
There is a big problem in the wedding industry right now.
You thought if you put yourself out there and market your wedding business, the bookings would flow to you. It seems like that’s what everyone else is doing and they seem to be doing well, right?
The problem? Those bookings aren’t coming to you or maybe they’re coming but at a much slower rate than usual. You’re left sitting, refreshing your email, waiting impatiently (and understandably so) for clients to land on your website and book a consultation with you.
You’re starting to freak out a little bit because the inquiries are just SLOOOWWWW right now and you’ve heard that’s the case for a lot of your wedding industry friends. Waiting around and being reactive just isn’t cutting it for you and it’s making you wonder what you’re supposed to be doing differently.
You don’t actually have to sit around twiddling your thumbs and quietly panicking while you wait for clients to find & book you. But because this is the prevailing wisdom in our industry, you don’t realize just how much power you have as a wedding business owner to generate revenue on demand. In this episode, I’m going to show you just how much power you have and how to tap into it.
I am so excited to talk to you about a topic that never, NEVER gets talked about in the wedding industry. And that is, creating revenue on demand.
A couple of weeks back, I got onto this whole topic after having a conversation with a wedding pro who was feeling optimistic about the marketing plan she submitted as part of The Wedding Business Collective. I review the marketing plans that members submit, but she mentioned that she was really nervous and uncomfortable because she didn’t have a lot of inquiries coming through right now.
That might be your case too. I have been doing some digging into this and some surveying and I’m seeing something about 80% of the wedding pros in my audience right now are saying that leads are coming in more slowly.
That’s not hugely shocking given the current state of the world. People are just taking longer to make decisions on things right now.
I know that in some markets it’s absolutely bonkers in some markets it’s just super slow In her market it was quite slow. These things happen. I created an episode a while back about dealing with whether or not you should be concerned about a recession and shared a lot of my ideas about that.
We have to be able to deal with these slumps and new marketing takes time to work. So this person who had this new marketing plan that she was really excited about, it’s not going to change everything overnight. And oftentimes we don’t even take the time to work on our marketing until we’re in a slump like this.
But when we were talking about it, I was like, “You know, you can just create your own opportunities, right?” And it really opened my eyes that this was something that I was taking for granted in my business.
A lot of wedding professionals don’t see their ability to create their own opportunities. You put yourself out there, you market your business and you thought the bookings would flow to you because it seems like, hey, that’s what everyone else is doing and they seem to be doing well.
But the problem is, maybe right now those bookings aren’t coming or maybe they’re coming in but at a slower rate. And I’m seeing a lot of wedding pros right now left sitting, refreshing their email, waiting impatiently and understandably so for clients to, you know, find them through their marketing land on their website and schedule a consultation.
And when you are in that mode of kind of just hoping this is gonna work out, you start to freak out because the inquiries are just slow. And you’ve heard that’s the case for a lot of other people. As I just shared, about 80% of my audience is saying that leads are coming in slower than normal.
My audience is very distributed. I would say about 50%-60% are in the US and the rest are spread across other countries across the world. We’re seeing a slower flow of leads worldwide right now.
Waiting around and being reactive, which is what we typically do in our marketing, isn’t cutting it for you. And it’s starting to make you wonder what you’re supposed to be doing differently.
This is the thing I came to realize when I was talking to this member of The Wedding Business Collective. You don’t have to sit around just twiddling your thumbs and quietly panicking while you wait for clients to find you and book you.
But because this is the prevailing wisdom in our industry that, you know, you just do your marketing and you wait for people to find you. You do not realize just how much power you have as a wedding business owner to generate revenue on demand.
And I want to put an end to this because there is absolutely a way to create revenue on demand. There’s a way to put yourself in the driver’s seat instead of just waiting for clients to come your way. There’s a way to create your own opportunities and there is a way to do promotions without damaging your brand or slashing prices.
I came to realize that in the wedding industry, literally nobody is talking about this and that’s not okay. That’s why I’m talking about this. This is why I’ll be talking about this a lot going forward because we don’t talk enough about how as a business owner, you literally have the power to generate money.
It sounds crazy, it sounds insane, but it is 100% the truth. We all do it in our businesses.
I was taking this for granted when I was talking to that wedding pro in The Wedding Business Collective. When she told me things were slow my mind immediately went to “you could run a promotion that gives people a reason to buy.” By the way, a promotion does not have to be a discount. It means you’re shining a spotlight on a particular thing and giving people a reason to buy.
There are a lot of different types of promotions. There are 14 that I can think of that don’t require discounting at all, but they all create the opportunity for you to shine a light on what you’re offering.
We talked about events so you could participate in or create an event. Wedding shows are great but they aren’t the only events that can attract your ideal client. You can get creative and create an event that your ideal client would love. And just like a promotion, this gives you the opportunity to shine a light on what you’re doing because it’s something different and it’s something timely.
I actually have someone in The Accelerator who has teamed up with a venue to host an open house where they and other vendors will be featured. You better believe they’re gonna be very heavily featured as a co-host.
I also told her she could sell to past clients. If you don’t have an offer that would make sense can you create one? Can you create a revenue stream for that?
There are so many opportunities! You could sell to other vendors. I spoke to a videographer a few months ago, and she was really shocked to learn so many other wedding pros were struggling with creating Instagram Reels and creating TikTok videos.
She created a done-for-you offer for wedding vendors. She knew they were struggling and she taught a workshop for the ones who wanted to learn.
This is the thing that we don’t realize in the wedding industry, you as the business owner have a lot of assets. You are basically in front of a giant control panel with all these like buttons and levers.
But the problem is you don’t even realize that you’re sitting there and you have all of this right in front of you. You have, past clients, open leads, email subscribers, social media followers, and relationships with other vendors to name a few of your assets. You can take those and create opportunities for yourself instead of waiting for them to come to you.
The summits that I host are really great examples of that. Could I just look at speaking at other people’s events? A hundred percent. Most of the speakers in our industry do that. I decided that I wanted to create those for myself and they have created more opportunities for me and for my business than I ever thought possible.
I’m not saying you have to do something that big but you can create your own opportunities when things are slow.
This was the thing that really just like smacked me in the face. That particular wedding pro I was talking to and a ton of other wedding pros that I’ve talked to since did not realize that they were sitting at that control panel, did not realize that they had all those buttons and levers in front of them to generate revenue whenever they wanted.
Think about that. Imagine being able to bring in income whenever you want, whether it’s you want an influx of cash because you want to go to a conference or you want to take a vacation or things are slow and you need to bring in more revenue.
No matter the reason, knowing exactly how to create revenue on demand is one of the most powerful skills you can learn as a business owner. And I realized this is something that just doesn’t get talked about in the wedding industry.
A lot of the other spaces outside of the wedding industry I’m involved in, like the online business space, are very steeped in creating different revenue streams and creating your own opportunities, and running different promotions. Those business owners see all these different ways to basically pull these levers and push these buttons to bring in revenue whenever they want.
That doesn’t exist in the wedding industry. So I decided to create it.
So if you’re thinking, “Oh Heidi, this sounds great, but if you’re gonna tell me to offer discounts, I’m out.” You do not have to discount a single thing to bring revenue on demand. This is something I’ve been teaching my clients to do. We talk about it in The Wedding Business Collective. We’ve had members run price increase promotions and bring in a surge of revenue.
We’ve had members create revenue streams selling to people in different ways, selling to past clients, and creating revenue streams that are more flexible or more passive for them and the life they want to live.
It’s something I need clearly need to talk about more because I want to make this available to every single wedding professional who wants to bring in more income whenever they want because you are literally sitting on the ability to do that. You are in front of that control panel and I want you to realize that you have the ability to create money, which is nuts, but that is what entrepreneurs do, that’s what business owners do.
When you’re in the reactive mode of just waiting for clients to come, it’s a very disempowering situation. It reminds me of old Disney movies versus new Disney movies.
In old Disney movies, you’re the damsel in distress. You’re waiting for Prince Charming to come and save you. In new Disney movies, you’re handling your own shit. You’re doing what you want to do.
That’s the transition really that I see between very reactive marketing and sales and creating revenue on demand. Trying to sell to the people that come to you is wonderful and you definitely want to have that flow of people but if you are sleeping on the ability to generate revenue whenever you want, you are missing out on a lot.
So like I said, I decided to solve this problem. I decided to fix this, and I have something brand new for you that I’m really, really excited about. It’s called Revenue on Demand and we are gonna get into generating cash flow anytime you want in your wedding business for literally any reason.
It is a super practical workshop series for any type of wedding professional who wants to generate revenue on demand instead of just waiting for inquiries to come in. And at the end of it, you’re going to have limitless ideas that you can use to bring in income whenever you want.
You’ll have very clearly defined ways to sell to potential clients, past clients, and fellow vendors. You’ll have a plan for using 14 different types of promotions that don’t require discounting to generate revenue quickly and easily. You’ll have the secrets to creating a demand that makes people say, “take my money”, which everybody loves.
You’ll have the confidence that your pricing is both profitable and irresistible and all your questions answered so you can go out and create revenue on demand. This is a brand new workshop series that I am hosting live for the first time.
Our first workshop is happening on April 25th, and then the second workshop is happening a week after that on May 2nd. And we’ll have our Q&A on May 4th. Don’t worry if you can’t make those dates, you’ll get access to everything. These two workshops are going to go deep into giving you all the tools that you need to operate this crazy machine that you’re sitting in front of.
The first workshop is called The 6 Part Recipe To Bringing In Revenue On Demand – Even During Slow Season. It really looks at tapping into what you already know to create an irresistible offer that you can sell to potential clients, past clients, and fellow vendors. If your current services aren’t selling and you want to create a new way to create revenue, we’re gonna walk you through that. You’re gonna get tons of ideas and by the end, you’ll have a list of revenue streams that you can easily create and start profiting from.
Our second workshop is called Creating Profitable Promotions To Make What You’re Selling Irresistible Without Discounting. In this workshop, you’re going learn how to structure a promotion that gets people really excited to buy from you without having to offer them a discount. You’ll walk through each of those promotion types in depth so you can start using them right away.
I have added a ton of bonuses to this. I am doing, like I said, a live Q&A session. I’m teaching this all live. You will get access to all of the recordings and of course, all of the bonuses. There’s a lot, I went a little crazy with this, but I’m super excited about it.
This is your opportunity to go through this and go through this live with me because this is going to become an evergreen product that people can buy, which by the way, this whole thing is at a super, super, super affordable price.
This live round is your opportunity to join live, ask questions, get specific feedback on your ideas, and exactly how you’re gonna use this and implement it. And it’s your opportunity to attend that live Q&A, which isn’t going to be offered outside of the live round. People will get access to the recording, but they won’t be able to come to that live Q&A and ask their questions where we can talk through exactly how you are going to implement this for yourself.
This is currently available for you, it is at www.evolveyourweddingbusiness.com/revenue-on-demand. And instead of the regular price that I was gonna sell this at, which is $197, I am practically giving it away right now for $27. The price will be going up to $37 soon.
I want this to be so easy for you to say yes to because as I said, this is the most valuable skill that I have ever learned in my business. It’s powerful to know that when you get into a slump or you get into a jam or it turns out you owe a bunch of taxes that you didn’t realize because of some accounting error, you don’t have to freak out. You can make that money.
You can generate that revenue whenever you want. And there are so many different ways to do it and it’s so exciting and empowering for me to see other people in our industry just realize how much power they have, realize how much control they have, and put themselves in the driver’s seat so that they’re no longer just doing this reactive thing and then just feeling dejected and like they can’t do anything to help themselves when either things are slow or they need to make more money for whatever reason.
You do actually have control over that, you just don’t realize it. So I’m going to show you. You can get your hands on this over at www.evolveyourweddingbusiness.com/revenue-on-demand and I am really, really excited to dive into this.
This is going to be an absolute game-changer for everyone who signs up for it. And as I said, it will be available on evergreen. You can grab it whenever you want later, but you won’t have that live access. So if you’re listening to this before, well quite honestly, even if you’re listening to this a little bit after April 25th when we have our first live workshop, you can still join us. You can join us live for the second workshop on May 2nd, and the live Q&A on May 4th, and you’re getting lifetime access.
You will also be able to submit questions for the live Q&A if you’re not able to make it. That’s something that won’t be available outside of this live round. So go grab it, it is available for you at www.evolveyourweddingbusiness.com/revenue-on-demand.
If you have any questions at all about anything just shoot me an email or shoot me a DM on Instagram. If you’re on my email list, you can reply to any email that you received from me that actually comes into my email inbox, and I would be more than happy to answer your questions. If you’d like to DM me on Instagram, I am @evolveyourweddingbusiness.
I am so pumped up about this. I am so excited about this. I hope you are too, and I hope that you’ll come join me. As I said, I wanted to make it an absolute killer price point because I think this is essential. Once you learn how to do this as an entrepreneur, you’re literally unstoppable. It is the most amazing skill that you can learn.
It feels like magic. It’s not, but it definitely feels like that sometimes. So yeah, like I said, if you have any questions, you know where to find me and grab Revenue On Demand at www.evolveyourweddingbusiness.com/revenue-on-demand!
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